SOCIAL LISTENING: POLITICS IN SCOTLAND 2017

Wednesday 27 December, 2017
Scottish politics

Politics has always been a hot topic of debate in Scotland, whether that was in the coffee shops, the bars, “the steamie” or indeed at Holyrood.

If anything, politics and political debate has intensified in the last decade, with the introduction of more and more places to debate and discuss. Our study into Scottish social media habits in 2016 showed that politics was the single biggest topic of debate on Twitter.

This year we wanted to delve deeper into this area, specifically looking for trends and topics amongst those who discuss politics most often – your elected representatives in Holyrood.

We conducted a social listening exercise between January and the start of December of this year, looking at the Twitter accounts of every MSP and trying to understand the debate. Using a variety of digital listening tools, we analysed their followers, their interactions and looked at the most prominent keywords.

Below you will find our findings. We’ve listed the size of following, gender split and the ten most relevant keywords for each account, based on our research.

It’s proved for some fascinating results with regards who we are reaching online, how we are reaching them, and what we have been debating in 2017.

Scottish Politics in 2017_Social Analysis Weber Shandwick_December 2017